MHM#58 Why it's good practice to not put all your marketing eggs in one basket

One key goal in marketing is to reduce risk by avoiding reliance on a single client source.

In other words, not putting all your marketing eggs in one basket.

Yes, for example, it is possible to fill your practice through Google Ads alone. Or Instagram alone. Or referrers alone.

But if one of those suddenly stops working, you can be left with no source of new clients, and the time required to implement new marketing activities. 

Marketing channels change. Algorithms change. Platforms change their rules. Policies get updated.

Having multiple client sources helps future-proof your business. If one slows down or stops, the others can continue to bring enquiries in.

This is becoming increasingly important in the current advertising environment.

Stricter advertising rules are reducing options in the health space

There are increasing policies for Meta (Facebook and Instagram) and Google Ads that are making it harder to advertise within the health space.

These policies exist for important reasons. They aim to protect people’s privacy and protect against misleading or unethical healthcare advertising.

At the same time, they are reducing the number of options available to therapists.

One example of this is Google Ads addiction-related advertising in Australia.

Private addiction providers are not allowed to advertise addiction-related therapy on Google Ads. This isn’t just private rehabs; it includes any private therapist who is providing addiction-related therapy services. 

What is particularly frustrating about this rule is that Google Ads still allows alcohol delivery businesses to continue advertising. Just Google “alcohol delivery” and multiple Google Ads appear from places like LiquorLand promoting express 2-hour delivery. 

When someone is trying hard not to drink, and at 2 am has a moment, it's easy to get alcohol to their front door, and much harder to find and access treatment. 

In the US and Canada, Google Ads permits recovery-oriented drug and alcohol services to advertise if they apply for certification through a third-party company. In the UK, there is currently no certification process, so addiction ads are likely to be disapproved.

Outside of addiction, Google Ads can be very effective for therapists, but there is no guarantee that additional rules will not come into place in the future.

Which is why diversification matters.

One marketing activity that can’t be taken away from you

One marketing activity that can’t be taken away from you is referrer relationships.

And one of the best types of referrers for solo therapist is other solo therapists.

Other solo therapists regularly encounter clients who are not quite the right fit for them, whether because of modality, availability, or focus area. If they know and trust you, you become an easy and safe person to refer to.

Look for therapists whose work complements what you do, so there is a clear referral pathway back and forth.

It also helps to consider where they are in their career. A very established solo therapist may be less motivated to build referral networks because they are already full. If they are earlier stage, they are usually motivated to form connections because they need referrals coming in just as much as you do.

So, Google Ads can still work well for many therapy niches, social media can still be effective, and directories still play an important role. However, none of these should be your only strategy. Relying on multiple client sources reduces risk, protects you from sudden platform changes, and gives your practice greater stability over time.

Referrer relationships are a core part of that stability. They tend to take longer to build than ads, but they are far more durable. And unlike advertising platforms, they cannot be switched off overnight.